Vinnie is joined by Lyssna's Director of Marketing, Claire Brown, to chat about the importance of approaching marketing research in the B2B space.

This episode also covers...

• the cost-effective methods of marketing research
• how marketing research can help you stay ahead of the curve
• practical insights for startups to refine their marketing approaches

About Claire...

Claire is a seasoned marketing executive with over 15 years of experience across various industries, including technology, financial services, education, and fashion, working with companies in the US, Dubai, the UK, and Australia.

Now specialising in brand, growth, and product marketing for B2B SaaS companies, she currently acts as the Director of Marketing at Lyssna.

With an MBA, Claire has held leadership roles in e-learning, martech, and user experience software companies. She is known for her strategic thinking, creativity, and ability to leverage digital technologies and customer insights to drive results.

Resources mentioned in this episode:

• Obviously Awesome - April Dunford
• Elena Verna
• Kyle Poyar

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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.

🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

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Vinnie chats with Sobia Mughal from Workday, about the eye-opening misconceptions of B2B marketing. The duo delve into why B2B is overshadowed by B2C marketing and what we can do to minimise this.

This episode also covers...

• Tertiary education and their approach to teaching marketing
• The key actions to close the gap between B2B and B2C
• How to build a strong brand

About Sobia...

Sobia is a seasoned marketing expert with over 15 years of experience in B2C and B2B sectors, spanning higher education, FMCG, automotive, and technology/SaaS industries. An award-winning academic and practitioner, she is passionate about data-driven marketing solutions that prioritises people. As Chair of the B2B Special Interest Group at the Marketing Association and a frequent guest lecturer and conference speaker, Sobia is dedicated to sharing knowledge and empowering others. Sobia's passionate approach has led to multiple accolades, including best paper award at the MAG Scholar Conference and winning New Zealand's first 3Minute Thesis competition as a postgraduate student in 2016.

Resources mentioned in this episode:

• Marketing Association NZ
• Axel Sukianto

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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.

🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16

And for all our other socials visit: https://mtr.bio/xgrowth

As AI continues to be added into the way we work in many industries, it's no surprise if you've thought about how AI will affect your job. We spoke with Aaron McEwan, VP of Research and Advisory at Gartner to talk about the future of AI in the marketing workplace.

This episode also covers...

• Gartner’s hype cycle
• What roles are going to be impacted by AI the most?
• AI and revenue generation
• Decision-making with AI

About Aaron...

As a strategic advisor to Heads of HR and senior executives, Aaron appreciates how essential talent is to organisational performance and growth and believes that great ideas, backed by rigorous science, have the power to unlock the potential of individuals, organisations and the world.

At Gartner, he advises and coaches senior executives to innovate their HR strategies and challenge standard practice by harnessing data and insights derived from the world’s leading companies.

Recently named a top 100 Global HR influencer by Engagedly, Aaron is a Fellow of the Australian Human Resources Institute, a columnist for InsideHR and serves on the national committee for the Australian Psychological Society’s Interest Group in Coaching Psychology. He also advises several tech start-ups and teaches in the Masters of Organisational Coaching program at Sydney Business School. He is an Honorary Associate at Macquarie University and have guest lectured at the University of Queensland, Griffith University and the Australian College of Applied Psychology.

Outside of the corporate world, Aaron spent 10 years writing and performing original music where he learned that creativity, authenticity and human connection sit at the heart of great songs and great performances. Whilst he no longer performs on stage, Aaron continues to write songs and gets his live performance kicks from public speaking.

Resources mentioned in this episode:

• World War Z - Max Brooks
• Humans + AI - Ross Dawson
• Chris Howard
• Reid Hoffman

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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.

🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16

And for all our other socials visit: https://mtr.bio/xgrowth

Learn the differences between working in a Market Leader company versus a Challenger brand, with Co-Founder and CEO of Truescope, John Croll AM.

This episode also covers...

• Transitioning from Market Leader to Challenger
• How to differentiate yourself in the market
• How to have effective brand awareness

About John...

John is the current Co-Founder and CEO of Truescope, a global Media Intelligence company serving corporate and government clients in a number of countries. Previously, John was appointed CEO of Media Monitors Pty Limited in 1999. John led Media Monitors and subsequently Isentia, through private equity and an IPO on the Australian Stock Exchange to be Asia Pacific’s leading media intelligence company delivering services to 5,000 clients in 11 markets with more than 1,200 employees.

Isentia was listed on the ASX in 2014 and John resigned in February 2018 after nearly 20 years as CEO and Managing Director. He is a Life Fellow of the Public Relations Institute of Australia, a Fellow of the International Association for the Measurement and Evaluation of Communications (AMEC), and a member of the Institute of Company Directors.

John is Chair of the Australian Sporting Alliance for People with a Disability, was Vice President of the Australian Paralympic Committee for eight years and Chair of Disability Sports Australia. His service to people with a disability and sporting organisations saw him awarded a Member of the Order of Australia (AM) in 2019.

Resources mentioned in this episode:

• The Hard Things About Hard Things - Ben Horowitz
• SaaStr - Jason Lemkin

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🎯 Do the survey here: https://bit.ly/4drohYX

📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

And for all our other socials visit: https://mtr.bio/xgrowth

What do you know about Person-to-Person Communication (P2P)? Well, Vinnie sat down with Fern Canning to find out more on how P2P can help with your B2B strategies.

This episode also covers...

• How to build brand trust
• The importance of employee advocacy
• How to approach personal branding for executives

About Fern...

Fern is a distinguished marketing communications leader with over 20 years of experience, renowned for her expertise in growing, evolving and safeguarding some of the world's largest brands across diverse industries including technology, FMCG, wellness, retail and automotive. Her career spans both agency and client-side roles, within both B2C and B2B environments.

Fern's leadership roles include serving as Managing Director of Australia, and Executive Vice President, across Asia Pacific, at leading global marketing communications firms, where she drove significant business transformations and fostered high-performing teams across multiple regions. She also led global marketing communications strategy for PayPal, whilst sitting right here in Australia.

Previously, Fern served as Marketing Director at Deloitte Australia, where she continued to shape the future of marketing and communications with her visionary leadership and commitment to excellence.

Fern is currently also co-authoring a book with The Ethical CEO, Adam Long. Titled Getting People to Give a F*ck: Marketing Strategies for Ideas That Matter.

Resources mentioned in this episode:

• The Marketing Academy
• Marc Pritchard
• Syl Saller
• Mark Ritson
• The B2B Institute
• Leandro Perez

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🎯 Do the survey here: https://bit.ly/4drohYX

📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

And for all our other socials visit: https://mtr.bio/xgrowth

To chat about being a modern marketer with a focus on brand and team alignment is Lara (Vandersluis) Barnett, Head of Marketing at Logicalis. She joins host, Vinnie Romano, in finding the true importance of sales and marketing alignment...

This episode also covers...

• How marketers can understand sales
• How brand health surveys can help with market research
• What are marketing development funds (MDF)?

About Lara...

Lara is a senior B2B marketing leader with extensive experience rolling out full-scale marketing programs in the technology and IT services sector across APAC.

Having appeared on stage and in print as a marketing thought leader, Lara loves building out high performing marketing teams, with a focus on harnessing the power of the sales/marketing relationship, producing measurable business outcomes, and creating exceptional customer experiences.

A passionate storyteller and brand builder, Lara has been privileged to foster extraordinary partner and stakeholder relationships throughout her career. She has worked across a range of industries including technology, financial services and construction, utilising her extensive knowledge of the full marketing mix to create innovative and strategic marketing plans with a highly commercial focus.

Resources mentioned in this episode:

• Start with Why - Simon Sinek
• Mini MBA - Mark Ritson
• Axel Sukianto

_________________

🎯 Do the survey here: https://bit.ly/4drohYX

📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

And for all our other socials visit: https://mtr.bio/xgrowth

Chief Marketing Officer of Macquarie Technology Group, Anthony Emmanouil, joins Shahin on the pod to chat about Macquarie Telecom's successful customer experience program.

This episode also covers...

• The beginning of Macquarie Telecom
• The importance of brutal transparency
• How to attract the right team
• Where to start on a CX journey

About Tony...

Anthony is a veteran of the Australian IT&T sector, having held leadership positions in sales and marketing over the last 25 years.

With a career spanning cloud services, cybersecurity, software, networks, and AI, he has worked with world-leading industry names including Optus, Ericsson, Trend Micro and Gartner.

Anthony now serves as CMO of ASX 200 leader Macquarie Technology Group, where he works closely with the company’s senior leadership and board to drive Macquarie’s brand narrative around customer experience, technological innovation, and workplace culture.

Anthony is a renowned speaker and corporate spokesperson with many years’ of experience hosting, engaging and educating audiences on how to drive business success through marketing.

Resources mentioned in this episode:

• Customer Magic - Joseph Michelli
• The Ultimate Question - Fred Reichheld
• Good to Great - Jim Collins
• Oh, the Places You'll Go! - Dr Seuss
• Macquarie Telecom Video

_________________

🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

And for all our other socials visit: https://mtr.bio/xgrowth